case study: moving from the 'why?' to the 'how?' a look inside sap’s strategy...
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Content Marketing: Why & How To Build Your Content Hub Michael Brenner Vice President Marketing & Content Strategy @SAP @BrennerMichael
My Story (Briefly)
© 2013 SAP AG. All rights reserved. 6 @BrennerMichael @BrennerMichael
© 2013 SAP AG. All rights reserved. 7 @BrennerMichael @BrennerMichael
© 2013 SAP AG. All rights reserved. 8 @BrennerMichael
Me, 20 pounds years ago
@BrennerMichael
© 2013 SAP AG. All rights reserved. 9 @BrennerMichael
Today we are all connected
@BrennerMichael
© 2013 SAP AG. All rights reserved. 10 @BrennerMichael
What is Marketing?
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself…
~Milan Kundera
… The aim of marketing is to make selling superfluous.”
~ Peter F. Drucker
“Marketing is too important to be left to the marketing department.”
~ David Packard
© 2013 SAP AG. All rights reserved. 11 @BrennerMichael @BrennerMichael
© 2013 SAP AG. All rights reserved. 12 @BrennerMichael @BrennerMichael
© 2013 SAP AG. All rights reserved. 13 @BrennerMichael @BrennerMichael
Consumers are bombarded with 5,000 marke5ng messages per day
2/3 of US on the “Do Not Call” list
86% of people skip television ads
44% of direct mail is never opened
99.9% of banners never clicked
90% of emails are never opened and 99.5% don’t get a single click
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What’s Wrong With Our Content? It’s Too Much Like This…
@BrennerMichael
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And Not Enough Like This…
@BrennerMichael
© 2013 SAP AG. All rights reserved. 22 @BrennerMichael
@BrennerMichael
Our Story
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What is a Content Strategy?
• Delivering the content your audience needs, in all the places they go (by persona, buyer stage, channel, type)
• Managing content as an asset with an ROI
• Thinking and Acting like a publisher (like a business)
© 2013 SAP AG. All rights reserved. 25 @BrennerMichael
Social Media (Get Shared)
Lead Generation (Get Leads)
Search Engine Optimization (Get Found)
STORYTELLING
Why Is Content Marketing Important? From: Joe Pulizzi, Content Marketing Institute
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The buyer journey starts with a search . . .
Customer Questions: • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting
from … ? • Who are the top vendors in … ?
3000 X
-2 X
1000 X
17 X
28 X
40 X
-2 X
7 X
24 X 13 X
© 2013 SAP AG. All rights reserved. 27 @BrennerMichael
How Much “Early Stage” Search Traffic Do We Get?
Later Stage Visitor:
Asks “SAP Software” • 100s of searches / mo
Early Stage Visitor:
Asks “What is Big Data?” 100,000’s of searches / month
© 2013 SAP AG. All rights reserved. 28 @BrennerMichael
• 99.9% of our web traffic from visitors who already know us or bought from us.
• Less than 0.1% were net-new or early-stage prospects
• Less than 10 keywords generated all the early-stage search traffic
We Were Not Answering Our Customers Top Questions
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Business Innovation (launched March 27, 2012) A “Content Hub” to earn traffic instead of buying it
§ Design: “Subtly” Branded
§ Target: Business Execs+
§ Stage: Early- to Mid-stage
§ Editorial: Keyword-driven
§ Content:
§ No Budget
§ 100s of authors (“Author Curation”)
§ ~50% external
§ CTA: Subscribe, Offers, Explore
§ Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange
© 2013 SAP AG. All rights reserved. 30 @BrennerMichael
Created a Business Innovation “Editorial Board”
• Marketing Program / Campaigns • Solution Marketing / Product Management • Customer References • Thought Leadership / “Corporate Story” (About Us) • Global Communications and Local PR • Value Engineering • Competitive Marketing Intelligence / Market Research • Partner / Channels • Regional Marketing • Internal Bloggers • External Influencers
© 2013 SAP AG. All rights reserved. 31 @BrennerMichael
Other People’s Content (OPC) - Content Curation
• Google Alerts for topics • Research Reports • Studies • Whitepapers
• From any source: • Analysts • Competitors • Consultants
• Assign to “volunteers” • ALWAYS attribute source!
© 2013 SAP AG. All rights reserved. 32 @BrennerMichael
• Traffic, connections and leads we would’ve NEVER seen
• 2000+ articles published (1+ / topic, 12-15 / day)
• 100s inbound links, up to
• 50% traffic from Social, Search and Direct
• 83% search terms are Non-branded or product terms
• 100s of Registrations, Chats, Calls, visits to Store and solution pages on SAP.com
Created An Infographic to Report on Goals: Reach, Engagement AND Conversions
© 2013 SAP AG. All rights reserved. 33 @BrennerMichael
Organic & Social Traffic “Up and To The Right”
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Most Popular Articles (10X average Pageviews)
• Top 50 Influencers for each topic
• Top 10 Blog Sites for each topic
• Terms You Need To Know
• Myths…Busted
• 10 Predictions for…
• What is…?
• The First Step to Success in…
• How To Get Ahead With…
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Business Innovation From SAP: What’s Next? Help Our Customers Tell Their Stories
• Adding “Our Stories”
• Dynamic Homepage experience!
• More visual (more $$$)
• Focus on Subscribers
• Curated, native, FULL LENGTH content licensed from 3rd Parties
Our Content Ecosystem
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Activating SAP Employees: Where to blog? Business Innovation, Forbes, “SAP Community Network”
Where million of engaged professionals discuss the intersection of IT and business strategy.
http://scn.sap.com/community/business-trends
Connecting SAP thought leaders to the business leaders on Forbes..
http://blogs.forbes.com/sap/
Earning an engaged audience by answering customer questions to help them innovate and grow.
http://blogs.sap.com/innovation/
© 2013 SAP AG. All rights reserved. 38 @BrennerMichael
Paid, Owned, and Earned + Converged Examples
Paid Owned Earned Converged Orchestrates POE to maximize pull activity
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A Content Hub Run Like a Business
PAID Converged EARNED
Awareness Ads
Demand Gen extensions: E-mail, digital assets, mailers
Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube
Life
Business Innovation
SAP.com:
Sales Demo Tools Events
Social Communities: - Twitter, Linked, facebook, G+
PR: Content promoted and showcased via Press Releases and PR initiatives
Publish stories
OWNED
© 2013 SAP AG. All rights reserved. 40 @BrennerMichael
Forbes “BrandVoice”: A Blogging Platform For Premium Advertisers
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Business Insider: Future of Business Site Sponsorship
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NYTimes “Ricochet”: Wraps Ads Around Curated Content
Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me:
Slides available on: Slideshare.net/MichaelBrenner
Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation
Twitter: @brennermichael
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